‘Self-serve analytics: Dream or reality?’ – Marketing Land

Nick Iyengar says, “Deriving consistent value from analytics is no simple thing. It’s common to focus on the technical challenges, and with good reason: Getting a robust, reliable deployment of analytics on your sites and apps is certainly a lot of work in and of itself.

Over the years, the vast majority of the organizations I’ve worked with have had a vision of analytics as a self-serve resource that takes root once an implementation is complete and yields fruit forever after. I prefer to be a bit more pragmatic — rather than chasing a vision of “self-serve,” I try to help organizations get to a place where analytics creates consistent value, regardless of exactly how that happens.

In the real world, self-serve doesn’t make sense for every organization — so how can you decide how best to move analytics forward in your own environment?

Once you’ve gotten tools selected, customized to your needs and successfully implemented, you’ll want analytics to scale. And for that to happen, your decision-makers need to consistently use analytics to make important decisions.

Of course, there are a variety of conditions under which that is more likely to happen. For instance, your stakeholders have to trust that data is accurate”.